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Eadweard Muybridge's 'Racehorse'
Recording reality is a "fundamental urge," writes Anthony Friedmann (2006). In the 19th century, he continues, photography was the popular medium for documenting events. With the invention of motion pictures, realistic scenes came alive onscreen. And with television and video technology, documenting reality became a staple for news and public service programs.

The term "documentary" was first used by John Grierson in his review of Robert Flaherty's Moana (1926). Grierson defined the documentary film as the "creative treatment of reality," an oxymoron of a definition that raises questions about the truthfulness of representation in such films. Flaherty also directed the first full-length documentary, Nanook of the North (1922) -- see the YouTube clip below -- and he was criticized for "staging several sequences and thereby distorting the reality of his subjects' lives."

Dziga Vertov, the "father" of cinema verite, proposed another way of defining documentary film: "life as it is," and "life caught unawares." The quotes point to two approaches in documenting actual events: one with a covert camera showing how life is really like, and the other with the obtrusive presence of the camera "provoking" or "confronting" how we perceive reality and its representations.

These definitions bring to the foreground questions about how reality can be truthfully documented. And we are not just talking here about staging some scenes. Even the idea of framing and editing footage for a news report already presupposes an editorial perspective, a way of looking or an opinion of events. As Friedmann points out: "Documentary scholars and theorists argue about the relationship between truth and reality.... It is easy to confuse actuality with reality, and actuality in behavioral documentary is not necessarily reality because of the presence of the camera or because of the cultural differences between the observer and the observed" (138).

With this antagonism underlining the genre, Friedmann thus presents his definition of the documentary as suggesting "an action of documenting a factual story in moving and still pictures. It can be a story of a person, an historical period, an historical event, an animal species, a work of art, or any other topic of investigation. The essence of the documentary form is that it attempts to tell or show the truth in its totality" (138).

The truthfulness in the telling or showing varies according to what is required among different types of documentary techniques:
Reportage, observations, and interviews are documentary techniques commonly used in television news or commentary programs. Sometimes all three are used with another technique, investigative documentary, that seeks to uncover the truth or falsity of certain controversial issues or events.

The CNN's "Kid Behind Bars" (2006) reportage "brings back" (the literal meaning for the French term) an account of children in Philippine jails. The reporter crafts a story from what he has witnessed and researched in the field. His report culls information from various sources as well as from quotes gathered through on-cam interviews (and edited into the reportage as SOTs). Of course, his report wouldn't be as effective without the camera serving as the second eye -- recording the appalling condition of juveniles imprisoned along with older inmates in Philippine jails.

The reporter relies on footage of jail cells for the veracity of his account. Since visuals alone will not tell the true picture, he also writes (in postproduction) a script that puts together the footage with information he has gathered in his background research and interviews. His two-part reportage is his attempt to tell the real story of the Philippine juvenile justice system, and what is being done by the government and civic organizations to solve the problem.
There is also the narrative documentary, often used in filmed biographies but also in other nonfiction narratives. The video above is a clip from Ramona Diaz's Imelda: Power, Myth, Illusion (2003), and combines the interview technique with archival and other footage. Some narrative documentaries also use dramatizations of real events, especially when there are no available archival footage.
While the narrative documentary tells a story about a person or place, the expository documentary technique explains something -- an idea or theory, a process, an event, etc. -- in a nondramatic fashion. We often associate expository documentaries with those science films we were forced to watch during our elementary grades. Sometimes, an expository documentary can also be one kind of propaganda documentary -- that is, a nonfiction film that advocates a certain idea or belief. The short video Under the Chitenje (2010) above uses the interview and observation techniques in explaining the Women of Malawi project.

Other types of documentary techniques include:
  • Expedition documentary -- a record of a journey or quest
  • Travel documentary -- nonfiction films featuring travel destinations or exotic places
  • "Making of - " or "Behind the Scenes" documentaries -- films about the making of feature films
  • Wildlife documentary -- nonfiction films about animals in the wild
  • Current affairs features -- usually investigative documentaries featuring events currently in the news
These techniques are often combined in one documentary. Also, some of these techniques are used as a way of classifying a documentary film or video.

So how do we use these documentary techniques in writing scripts? Or do we even write scripts for documentaries?

Unlike other visual media formats, writers are often involved in both the preproduction and postproduction phases of documentary filmmaking. Writers are called in to prepare the proposal and treatment in the preproduction stage, and are called back to write the commentary during the postproduction. And yes, sometimes they do some scriptwriting for dramatizations of real events.

Most of the writing we will do happens during and after research. We usually start off with an idea that we turn into a concept for our proposal. We do background, location, pictorial research and we do interviews to gather as much information that may go into the documentary. The research can be done by others, but most of us involve ourselves in this task to gain some insight into the subject. Our knowledge of the documentary subject will help us decide whether to follow an objective or point-of-view approach to writing the treatment, script, or commentary.

Once we get the green light for our proposal, we proceed to write the treatment. Unless we need to write a dramatized narrative of real events, the treatment is the final document that guides our production. The treatment organizes the data into some sort of structure or lays out the argument for the documentary. The treatment also identifies what visuals will go into our narrative.

Once production is completed, we are called back in to write the commentary that will go with the rough/final cut. This may be the closest we get into writing a script. Of course, we can also do this during preproduction, especially if early on we decided to have anchors to do the commentary and on-cam interviews.

Writing narrative voice-over or commentary can be a tricky business. If we're not extra careful, we can commit the biggest mistake -- bore our viewers. We do this when we write wall-to-wall commentary or when we write cliches. We usually avoid this by letting the visuals do the "talking" and with our commentary serving, according to Friedmann, the musical counterpoint. We can check out and learn how this is done by watching award-winning documentaries of all types. Here's one of my favorites:
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HK Cable TV News Studio photo by WiNG
Everything I learned about writing for TV I learned in a community television station. At least the practical side of it. A classmate and I interned then later worked for (a year or so) the local television station back home. There we learned how to cover and shoot events, interview sources, write copy for the late afternoon newscast in the local language, edit video, sequence the news program, and even direct the live broadcast of several episodes.

Everyday it seemed was an exhilarating adventure that would begin with doing the rounds of government offices, the police station and military camps (this was in the late '80s), and other events we were requested to cover. We would be back at the TV station early afternoon, just in time for a late lunch and a quick conference of what stories to include for the early evening news.

The rest of the afternoon would be spent previewing and editing video footages (including some sent from the main station in Metro Manila) that would go with the news reports. This was really practical application of what I learned in class about visual thinking. 

Then we would soon be literally pounding on the sturdy typewriters the stories our news readers (we had two to write for) would deliver on air. Everyday we would always be rushing to beat the clock as air time neared. And to think that was only for a 30 minute news program -- actually less if you counted the "intro," "outro," "tosses," and the breaks for commercials.

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Photo by Stefano Corso/Pensiero
It helped that we previously interned in a local newspaper and got used to writing news articles. We knew more or less what stories to explore, how to look for an angle that would grab our readers' interest, how to structure the information we got from our sources, etc.

But we soon realized that writing copy for TV news broadcast differed from what we wrote for print media. For one, we knew our copy should always come with some visuals -- and we don't mean just the "talking heads" reading the news.

At first I thought the visuals would do it. But my editor told me that visuals are only as good as the copy we write. And that's how I got into the habit of analyzing news stories broadcast on major TV networks and began to emulate how professionals would write their reports. My editor thought I was getting the hang of it, saying that my copy was beginning to "sound good" like the best of them.

For that's how copy should be composed -- it should sound good to the ear. Like writing for radio, copy always is directed at the listener's ear. For TV viewers usually treat television as background noise. They only turn their gaze at the screen once they hear something interesting. And so I learned that the first sentence should grab the viewer's attention, should literally "hook" them, so they'd watch and listen to the visuals and copy you've written.

It helped that our news program used the local language. Our audience, used to AM radio, wanted their news reported to them in a familiar language. While we would show footage of national news that was a day old (sent through courier), the feedback we got was that our viewers "understood" events better because our copy was written in their first language.

As W. Richard Whitaker and his co-authors say, in their MediaWriting: Print, Broadcast and Public Relations (2nd ed.; New Jersey: Lawrence Erlbaum, 2004), copy for news broadcasts should be written in a simple, direct, and more conversational style. They suggest writers (in English) follow the "Rule of 20" syllables per sentence, with about 15 words or less per sentence, with variations in sentence length throughout, and with one thought or idea per sentence. They also caution writers from using too many s, th, and ing sounds as these would create some hiss or other annoying sounds over the air. It also makes reading the copy difficult for your news readers. Try reading aloud what you've written and listen to how your words and sentences flow, then rewrite the part that made you stumble over your words or where your tongue got twisted.

Yes, even for stories like the one below from GMA's 24 Oras:


More of a news feature than a report, the two-minute story packs quite a lot of information -- the so-called jejemon, their texting style, fashion, and their converts. It does with graphics, VOs (voice-overs), SOTs (sound on tape) and sound bites the more complicated info. But the copy sounds conversational enough. Of course, the polysyllabic words of Tagalog doesn't allow the reporter to follow the Rule of 20. But then, he makes up for it by structuring his copy into easily comprehensible parts.

But what if we have to tell our news story in a limited amount of time (like 30 seconds)? What to do? Whitaker et al. suggests we condense our data by deciding what's important about the story. Here's a link from NewsLab to help us find our focus. Once we know what news peg and angle to hang our story from, we sort out the info we can use and toss out the rest. Then we write our story, using lesser words than we would if writing for print. We also tighten our sentences, and make it more interesting by using the active voice and with vivid descriptive verbs.

We don't forget to have a short but attention-grabbing lead that will hook our viewers, of course. Whitaker et al. classifies three basic broadcast leads:
  • Single-act lead – what happened, who did what, etc.
  • Umbrella and comprehensive lead – related stories or several items in one story
  • Chronological narrative lead – events over time
Whatever we choose to tell our story, we begin with a soft or delayed lead (also called warm-up or tune-in) but we make it work like how the headline works for a story in print.
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Photo by Andre Zahn
We also need to decide how to package our story. And as NewsLab suggests, remember that stories don't come with a prefab format. We can always choose the format we think will tell the story best. News reports come in basically four formats:
  • Reader copy with onscreen graphic insert behind anchor
  • Voice-overs (V-O)
  • SOT (sound on tape) and sound bites
  • Standuppers, usually with B-rolls (and with lead-in)
But that should not stop us from innovating, or doing some mix-and-match. We just make sure we have the footage or the graphics to go with it.

Let's read Chapters 10 and 11 of MediaWriting: Print, Broadcast, and Public Relations for more tips on how to write copy for news broadcasts. Especially since our assignment this time will require a bit of production. We'll cover and shoot a news event in school, then sequence shots and write news copy for the story (using the dual-column format), and put together the news stories into a news program. Are we ready?

Here are two of the students' works (one in English and the other in Bisaya; still trying to upload another written in Tagalog):

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Here's a great site I found to help you write your how-to video script: Bill Myer's "The 5 minute guide to writing a script for your how-to video." (I don't need to reinvent the wheel, right?)

But while the site may prove helpful to you, especially its script outline and script sample, that should not stop you from jazzing up your how-to script with some creativity.

You may recall how you got bored watching several how-to videos in class, and perhaps wished that whoever made those thought of you the audience. Well, here's your opportunity to show them how.

Here's a creative yet simple way of presenting a how-to video. See the difference? I didn't see you yawning there, did I?

So let's get on with our next script writing assignment. Pick a company or organization, find out what they need to communicate through a how-to video, do the 7-step method for your concept (and write the concept part like a treatment), and write that creative how-to video using the dual-column format.

Try to avoid what the Viral Video Film School guys warn us about. (Caution: some words and content may be offensive for you.)
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"What job would you get when you graduate?" That's a question parents, concerned for our financial futures, are sure to ask.

Now we have an answer to give them. We can be writers and directors for corporate video! Apparently this is a field much bigger than the television and movie industries, though the latter are the more ubiquitous in our daily lives.

In fact, while would-be writers and directors dream of a break that will catapult them to fame and critical acclaim, some of them earn regular incomes by writing for or directing videos for the corporate world.

There has been a constant need by corporations to project their messages visually to the public. From the silent film period to the present interactive and web-based media for, corporations have utilized video for different purposes. Companies use visual media, among others, their PR needs, to promote and market their products, to train and motivate their employees, to present data in meetings, and to build up their corporate image.

But corporate video production is not quite known by the general public as its target are the internal and external audiences of companies. It is also not broadcast over free or cable channels, though corporate videos may come with products bought or uploaded to the companies' interactive online sites.

And with the need for more markets and the emergence of new products, plus new platforms to present corporate videos, there is the continuing need for creative people to produce visual media messages for the communication needs of companies.
How do we train ourselves to become effective writers for visual media in the corporate world?

One thing we should keep foremost in our mind is to be client-oriented. We need to remind ourselves that we are writing for the needs of corporate managers. It is not our personal artistic vision we want to highlight but the communication needs of our clients. But we also are not there just to make money but to help our clients how to communicate to their publics.

That is why we need to learn the more often than not unfamiliar subject matter and technical stuff our clients want us to transform into easily understood visual messages. In the process of learning, we also need to understand how our clients' businesses are run. We need to learn how our clients think and see the world. We can use the knowledge provided by SMEs or Subject Matter Experts that companies usually point us to for information.

What this means for us is: writing a script for corporate video requires a lot of document research, interviews with multiple sources, field or site visits, and other prewriting activities before we can even visualize our message.

And once we understand the message, our next hurdle is to sell our creative idea to our clients. Sometimes this can be a more difficult task, given the different language of our clients. While we express ourselves in creative terms, our clients think and talk the bottomline. They may be wary of the creative and artistic visions we propose to them, as they are used to straight talk. But if we learned enough in our research, we may find a way to translate our vision to them in a manner they would understand. (The Manipal University corporate video above is a case in point.)
Our clients may easily understand our concept if we tell them we'll use the following devices: on-cam narrators or anchors to explain the message, interviews, case histories, vox pops, graphics, and show and tell. These are devices they might easily visualize and may be quite familiar with.

But they may balk at our concept if we tell them we'll do some dramatization, or use humor, or provide a visual metaphor, adapt a television format (like a quiz show), follow a documentary format, use a lot of visually seductive shots, or do a story of a day. They may think we're being "too artistic" and may forget the message we're supposed to convey to their publics.

But with constant client consultations, a must in writing and in the production of corporate video, we may be able to convince them of the soundness of our approach. We may be surprised how some clients would encourage this, especially when they see how our creative and innovative concept will effectively stamp the message in the minds of their publics.

But don't let the creativity fool you. This is still a business proposition we are talking about. However imaginative we get, we still have the bottomline to consider. Take a training video, for instance. It's not enough to think, "A show and tell will work for this one." We actually have to do formative and summative evaluations, perhaps have focus groups or distribute questionnaires to a test audience. We may need to do a survey or interviews with our target audience to find out what they need to know more about a subject. Then we need to test if our concept or script will achieve the desired results.

And if that isn't a challenge enough, we still have to consider the limited budget available for corporate video production (unless we're talking of global business conglomerates for clients).

Add to that is our target audience's attention span. While some are captive audiences, especially if we're talking about a company's internal public or about training videos, we need to think of the amount of information they can absorb without tuning off (even as they pretend to watch our masterpiece). What is turning out to be a standard for corporate videos are 10- to 15-minute programs.

We need to be visually creative in developing a concept for a script for a particular platform or for cross-platform projects (video and interactive online media, for example).

One mistake beginners usually commit is to use wall-to-wall commentary or voiceovers in their scripts. Because they have a lot of information to deliver, the easy way out is by filling the right-hand side of the dual-column format (the standard in corporate video) with narration. They then fill up the left-hand side with the appropriate visuals to accompany the voiceover. This kind of writing yields boring videos that don't sell the message. We should think visuals first, and sometimes that may be all we need, plus some music and a bit of text (like that Hyundai video).

The challenge then is to develop visually creative concepts based on our research, and to transform that concept into an equally exciting visual script that effectively conveys the desired message.


And we definitely can be as creatively humorous as that Kodak "Winds of Change" promotional video, using the traditional on-cam anchor in a subversive way.
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Our first scriptwriting assignment is for an ad or public service announcement (PSA). We can choose a product or service a local business offers, or we can choose to promote a local organization's advocacy.

This assignment poses a challenge for us as we have to figure out how to fit a message in a small amount of time (20-, 30- or 60-seconds), given that air time on TV is quite expensive. More than that, we also have to make our ad or PSA effective in delivering the message to our audience. And we have to make it as creative as possible to get our audience's attention.

We know, of course, that doing these ads and PSAs for local TV are excellent training ground for us. Let's remember that Ridley Scott (of 
Black Hawk Down fame) and Brillante Mendoza (Kinatay) learned their chops doing the same stuff. Like them, we can start creating our complete play for TV or film with our ad or PSA. Unlike them, however, our task becomes especially challenging when we consider the small amount of time and the limited resources available for local TV production (we definitely won't have the same budget like the "Angel and Devil" softdrink ad above got). This challenge though will keep our creative juices flowing.

But let's not forget that with such local ads or PSAs, usually commissioned work, our client's needs are paramount. It'll help us to do Friedmann's seven-step method for every ad or PSA project we do.
Creativity and resourcefulness will really go a long way in meeting the challenge of doing local TV ads or PSAs. As PSA above shows, humor and imagination make up for the lack of high-end equipment and financial backing.

Using a visual metaphor makes this PSA successful in keeping the audience's attention. We want to find out who will be the next to disappear with the passing van. And the humorous clincher at the end drives home the message.

Just like writing ad copy for a billboard, we have to keep in mind that visual communication plays a major part in persuasion. It's really in the visuals, and not so much in the text or dialogue, where we can put that message across to our audience in 20- or 30- or 60-seconds time. And this could never be more true than in a script for an ad or PSA.

That's why we come up with a storyboard for our clients to understand how we'll tell the world their message. Our clients need to see how our ad or PSA will look like on TV.

And as we learned earlier on, doing a storyboard draft will also help us visually think out our script that we'll write using the dual-column format (usually applied for ads and PSAs).

So let's get on with that ad or PSA.
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